The celebrity brand landscape is exploding. With over $1 billion in sales in 2023 and a growth rate of 58%—more than five times the overall beauty category—it’s clear that fame is a powerful market force. But it’s also a volatile one. For every billion-dollar success story like Fenty Beauty or Rhode Skin, there are countless others that fail to connect.
What separates a breakthrough brand from a forgotten launch?
In our latest webinar, we partnered with Lauren Schmitt of Revlon to decode the complex relationship between fame, authenticity, and consumer trust. To get past the surface-level hype and understand the why behind these perceptions, we conducted nearly 100 in-depth qualitative interviews using Conversation AI, our tool that enables dynamic, one-on-one dialogues at scale.
Here’s what we discovered.
Celebrities vs. influencers: two different playbooks
First thing’s first: consumers draw a hard line between celebrities and influencers. While both command attention, they operate under entirely different sets of expectations.
- Celebrities are iconic. Consumers associate them with talent, wealth, and traditional fame. This perception translates to their products, which are expected to be luxurious, high-quality, and expensive. Think fragrances and premium cosmetics—products that feel timeless and established.
- Influencers are trendy. Their power comes from social media presence, relatability, and being on the pulse of what's next. Their products are expected to be accessible, lower-cost, and of-the-moment. Think viral food and beverage collabs or trendy nail care items.
This distinction has a critical impact on trust. Our research shows that consumers are more than twice as likely to view an influencer as trustworthy compared to a celebrity. Why? It comes down to a sense of authenticity, and for that, there’s a clear formula.
The three ingredients of authenticity
Star power might spark initial curiosity, but it’s authenticity that convinces a consumer to buy in. Our conversations revealed a clear, three-part equation for building a brand that feels real.
- Relevancy is the spark. The partnership has to make sense. Consumers have a keen sense for opportunistic endorsements and are drawn to collaborations that feel like a natural extension of the person’s identity. As one respondent put it, "If the product makes sense coming from a specific celebrity, then I would be more interested in trying it."
- Involvement is the proof. Consumers need to see more than a face on a box; they need to see "skin in the game." A celebrity who is the founder or owner of a brand signals a deeper level of commitment. It shows they believe in the product enough to stake their reputation on it. Anything less risks being dismissed as a simple “money grab,” making shoppers less interested.
- Passion is the connection. The most successful celebrity founders—like Rihanna with Fenty Beauty and Selena Gomez with Rare Beauty—visibly demonstrate a genuine passion for their brands. By showing themselves using the products, sharing behind-the-scenes concepts, or building a mission like accessibility into the brand’s DNA, they build a level of trust that a simple endorsement can’t match.
Fame gets you noticed, fundamentals get you bought
While a relevant, involved, and passionate celebrity can get you in the door, it’s the product that has to do the heavy lifting. At the end of the day, even the most beloved star can’t save a brand that fails on the fundamentals.
When we asked consumers what matters most when making a purchase, the celebrity’s name fell far down the list. The top drivers were the table stakes of any successful product:
- Product quality and performance
- Price and value for money
- Accessibility (easy to find in stores and online)
- A unique offering (a distinct benefit, scent, or inclusive shade range)
Fenty Beauty is the ultimate case study in getting this right. The brand’s success is a perfect storm of Rihanna’s star power (the right person), her deep involvement as a founder (the right collaboration), and a game-changing line of high-quality, inclusive products (the right product).
Your recipe for success
The path to building a successful celebrity or influencer brand isn't about chasing the biggest name; it’s about creating a genuine connection. The formula is clear: start with the right person, foster the right collaboration built on involvement and passion, and deliver it with the right product that stands on its own. Nail these three elements, and you’ll have a brand that doesn’t just borrow influence—it builds it.
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